SEO/SEM: What Are the Differences?
An SEO agency may provide both SEO and SEM services to enhance your online presence. Though often used interchangeably, SEO and SEM are different.
An SEO strategy is a method of improving a website's search engine rankings. Pair that with paid marketing and a push for organic traffic, which is SEM, and you create a dynamic web presence.
Want to find out more about how they can work for you? Let’s begin!
What Is SEO?
Search engine optimization (SEO) is the process of improving a website's ranking on search engines such as Bing and Google. The techniques used include improving website designs or creating engaging content.
The optimization tactics follow search engine algorithms. These are processes or rules search engines use to locate and recommend pages to users. Note that Google updates its search algorithms regularly, ensuring searchers get the best answers to their queries.
Whether you have an e-commerce or a blog site, leverage algorithm updates in planning your SEO strategies. Doing so helps search engines rank your site easily. In addition, optimizing your SEO gets your site higher rankings on search engine results pages (SERPs), improved traffic, and increased brand recognition.
Advantages of SEO
SEO helps small business owners, entrepreneurs, and marketers by doing the following:
- Improving organic search rankings
- Building an audience that is genuinely interested in the offered services and products
- Keeping the brand competitive within its industry, market, or niche
- Improving website performance using technical SEO strategies, among others
- Increasing online presence
- Leveraging analytics tools to understand the target market behavior
- Allowing cost savings because SEO is a relatively cheaper digital marketing strategy
Disadvantages of SEO
Like all other strategies, SEO has its downsides, including the following:
- Optimizing an entire site takes a significant amount of time and effort.
- Results take a long time to show, at least half a year.
- It requires regular upkeep to cope with search engine algorithm changes
What Is SEM?
Search engine marketing (SEM) is another strategy to increase website visibility. However, while SEO centers on getting organic traffic, SEM combines strategies to target organic and paid searches. In essence, SEM is a combination of SEO and paid advertising.
Paid digital advertising is when companies pay a publisher for each click, view, or other similar actions on their ads on the publisher’s site. Digital ads take different forms, including display, social media, native, search, video, and email marketing.
With SEM, marketers attract organic traffic to a website by buying ad space on platforms like Google or Facebook. They may also bid on relevant keywords to rank higher on SERPs.
Advantages of SEM
The following are some ways SEM benefits businesses, entrepreneurs, and marketers:
- Extending audience reach and promoting a brand fast
- Enhancing SEO strategies to rank for business-related keywords
- Monitoring ad clicks to check campaign effectiveness
- Helping promote products, services, sales, promos, and deals
- Generating leads and gathering contact info from users
Disadvantages of SEM
Just the same, SEM has its downsides:
- It costs more than SEO and other digital marketing tactics.
- There’s a risk of overspending if not careful with paid ads budget.
- It requires technical know-how to understand paid ad marketing fully.
Four Main Differences Between SEO and SEM
Now that you have a good idea of what SEO and SEM are, let's focus on the key differences between the two.
1. Time and Budget
SEO is a long-term process that takes time to pay off. If you perform it correctly, you may experience great rewards. While the time and money required to start an SEO campaign may be significant, once it starts to work, you won’t be spending as much.
Meanwhile, SEM may cost a lot, but it gives you control over where and when to place your ads. So, if an ad doesn't work on one platform, you can move on to another and save time.
Ultimately, SEO is cheap but takes time, while SEM is fast but could be costly.
2. Traffic Generation
SEO is about using strategies that increase your traffic organically. The goal is for your website to rank high on search engine results pages for relevant keywords.
With SEM, people can visit your website through paid ads. When someone searches for your purchased keyword, your ad will show at the top of the SERPs and likely get a click.
With SEO and paid ads combined, you have more chances for higher traffic than with SEO alone. There’s no need to fight for organic space. Your ads are at the top of SERPs, so your target market can see them easily.
3. Campaign Control
SEM gives you better control over your campaigns and your results. While it costs you money, you can still control the budget you set. Similarly, you don’t have to wait long for results since you can choose the best placement for your ads to work.
On the other hand, SEO offers less control of your results due to several factors. Since you’re not paying for anything, your effort goes to meeting search engine algorithms to rank your pages. You’ll need to do SEO correctly to get your desired ranking and traffic.
4. Type of Business
Whether to use SEO or SEM depends on your business type. SEO will work best for local businesses or those with a physical shop. Local SEO is cost-efficient and can increase site and foot traffic to your local business.
It’s hard to compete with enterprises with large advertising budgets. Still, SEO gives small businesses a competitive advantage using small yet important optimization strategies. With SEO, small businesses can build trust within their local area, allowing them to thrive.
Meanwhile, SEM is a good match for large companies since they can afford to spend on huge campaigns. Besides, e-commerce sites can generate more leads with higher organic ranking and paid ads. These strategies can reach a larger audience and target specific demographics.
SEO and SEM are digital marketing strategies aiming to drive website traffic by optimizing for higher SERPs ranking. While their goal is similar, these two differ in approach and application. In a nutshell, SEO targets improving organic search results, whereas SEM centers on both organic and paid strategies.
If you’re still wondering what would fit your business best, we can help you decide between SEO and SEM. Contact us today.